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Raleys Introduces ‘Real Values’ Program

Raleys and its two sister companies in Northern California &#8212; Bel Air and Nob Hill Markets &#8212; introduced a new program earlier this week called &#8220;Your Ticket to Savings,&#8221; designed to communicate to customers the kinds of &#8220;real values&#8221; it offers, Bill Coyne, president and chief executive officer, told SN.

WEST SACRAMENTO, Calif. — Raleys here and its two sister companies in Northern California — Bel Air and Nob Hill Markets — introduced a new program earlier this week called “Your Ticket to Savings,” designed to communicate to customers the kinds of “real values” it offers, Bill Coyne, president and chief executive officer, told SN. The program consists of different-colored tags, or tickets, that extend off the shelving across the stores to communicate a variety of values: red for ad specials; green for bargain buys; yellow for store brands; orange for best sellers (store brands that outsell others in a category); purple for “terrific values” (good prices on everyday items); and gray for new items. The program also includes “Did You Know?” messages throughout the stores to highlight points of difference between the Raleys, Bel Air and Nob Hill brands and those of competing supermarkets. The company has developed 500 points of difference — on topics that include food safety, community involvement, sustainability and private brands — though only a few are being featured in the stores or in the chain’s ads at any given time, Coyne said. “They are intended to let customers know why they should shop with us rather than a competitor,” he explained.